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The Power of SWOT
What is SWOT?
Strengths
Weaknesses
Opportunities
Threats
What does it mean?
–Use of SWOT in Sales
–Use of SWOT in Marketing
There is a difference!
As it relates to marketing…
SWOT becomes the basis of your community’s:
–Positioning statement
–Marketing plan
–Advertising strategy
As it relates to sales…
SWOT allows you to:
– Identify potential objections
–Develop strategies to overcome
–Refine key selling points in advance
SWOT at Work: The Atrium at Navesink
Previous Advertising
Previous Advertising
Example SWOT
Advertising based on SWOT
Strategy
1. Highlight the strength that this is the only waterfront community in NJ
Strategy
2. Overcome the objection that the community was not affordable
Strategy
3. Take advantage of the opportunityto create a sense of urgency
What’s the first impression that a prospect gets of your community?
SWOT and First Impressions
Did you answer with one of the following?
–Curb appeal
– Friendly staff
– Family, homelike feeling
Your community could be failing in making
a good first impression.
SWOT and First Impressions
In today’s fast paced world, a first impression happens with the following:
1. Prospect views your website
2. Prospect receives collateral materials in the mail
3. Prospect calls to setup an appointment
4. Prospect interacts with the front desk and sales team
How can you objectively know if your community
is receiving a passing grade?
Gathering First Impressions
– Informal focus groups of community members
– Interviews with residents and their families
–Mystery shopping
–Review of collateral and website
Testing your perceived SWOT against daily implementation
SWOT Maintenance
For SWOT to remain an effective tool, the following must happen:
– SWOT must be updated regularly
– Sales team must be knowledgeable of it and understand how to use it
– First impressions must be routinely reviewed to ensure consistency
Thank You!
Questions?
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